Tendering is sales - stop calling it "Winning Work"
So why do we say “winning work” instead of “sales”?
Not because it is more accurate. Because it feels safer.
Sales sounds uncomfortable. It implies persuasion, competition, trade-offs, loss. “Winning work” sounds neutral. Technical. Professional. Almost inevitable.
I get the stigma, but I think the euphemism is a mistake.
“Winning